Known for its collaborations with designers like Nate Berkus and Jason Wu, Target has moved to the world of online influencers and tastemakers.
The retailer is launching a new limited-edition party wares collection designed by popular Vancouver blogger Jan Halvarson of Poppytalk.com, and her husband and partner, Earl Einarson. The collection is part of Target’s first collaboration with three online influencers and top “pinners” on Pinterest, who were tasked with creating new party and entertaining lines. The design partners also include Joy Cho of Oh Joy!, whose line launched in March, and Kate Arends of Wit & Delight, whose collection will launch in September.
“Target has a long history of collaborating with innovative partners and we have a strong relationship with influencers as well,” said Lisa Gibson, head of public relations at Target Canada. “Our goal is to make new and unique products accessible to the masses. And we keep looking at ways to keep the design partnerships fresh and exciting for our guests.
“Influencers help drive purchasing decisions and a lot of our guests are active on social sites, so this just felt like a really good fit,” she added.
The “glamping”-themed (glamorous camping) Poppytalk for Target collection hits store shelves in Canada and the U.S. on June 22. The collection is meant to provide consumers with a grown-up take on the camping experience, with Victorian-inspired details and florals in soft, colourful hues. The items include bowls and cake stands in printed corrugate cardboard, string lights, lanterns, s’mores skewers and camping stoves.
The collection debuted at an event in Vancouver last week, which was attended by the Poppytalk designers, media, some Poppytalk fans and Target’s social media team, who live-Tweeted the event.